Landing Page Optimization: Advanced Concepts and Real Examples The slide deck from the presentation I did for the August 2013 WSI Global Convention in Toronto. The first few slides feature my top tips for landing page design, but the bulk of the slides are a critique of different Landing Pages that were submitted to me by other Internet Consultants prior to the convention. Some of these were very well done, others…not so much. The vast majority (even the poor ones) have some redeeming factors. The best way to learn…is by example!

2. 14% of agencies say the extensively test landing page
element. More than twice that admit to not testing at all

3. Agencies that test landing page elements most often test
the call-to-action, headline & Registration form.

4. 1: Have a clear and emphasized call to action
2: Work the headline and subhead
Avoid generic terms like “submit”. Making your call to
action specific like “download the white paper now”
Headlines should support the concept that was used to
generate the click. “Contextual relevance”
3: Eliminate choices
Avoid distractions that don’t pertain to the goal. If you
must have links that don’t lead directly to the primary
action, put them in the footer.
10 Tips for Creating an Effective Landing Page

5. 5: Use images judiciously
Study after Study shows that less content converts better.
People don’t read on the web…they “scan”
Images are good on a landing page, but…
 Don’t make the image too large
 Don’t make it too complex
 Make sure it renders properly and is correct size
 Use a caption
 Make it relevant
10 Tips for Creating an Effective Landing Page
4: Simplify design and reduce text

6. 6: Continuity from start to finish
Your visitors arrived from somewhere Make sure your
message, keywords and headlines are consistent
10 Tips for Creating an Effective Landing Page
7: Show brand validation
Leverage other sources to validate your brand
 Trust icons
 Logos of well recognized clients
 Media sources that have mentioned the client
 Testimonials
 Acceptable payment methods
 Guarantees

7. 8: Enable sharing and highlight Social Validation
Social buzz will drive traffic to the page and validate your
credibility. Make social sharing of your landing page easy.
10 Tips for Creating an Effective Landing Page
9: Key tactics to seal the deal:
 Keep conversion barriers to a minimum
 Create a sense of urgency
 Use high Contrast buttons that say “Click Here”
3: Test, test, test
The key to ongoing improvement is establishing a culture
of testing and tweaking

8. 8
Can’t miss the
phone number
Minimal
Escape Routs
Only bare
minimum fields
are required
“Red” button
emphasizes value
(not “Submit”)
Positioning
Simple Picture,
Simple Message
Pain Points…
Headline intensive
Testimonials
“Real People”

9. ©2012 RAM. All rights reserved.

10. ©2012 RAM. All rights reserved.

12. Poor Contrast in Banner
and on form
Draws attention
to form
Trust iconGood picture with
prominent offer
“Who it’s for” &
Guarantee!
Review
with stars
Submit?
Minimal
escape routes

13. Good use of video.
Intriguing display
Minimal escape
route
Simple, obvious
call to action
Clever headline,
but direct
enough?

14. Very good use of
headlines,
graphics & bullet
points.

15. Love the
Guarantee!
Could have been
leveraged towards
the top as well.
The concept…not
the graphic

16. Trust icons,
Certifications
& Validation
FAQ never leaves
the page!

17. Too many links and
distractions.
48 hyperlinks!
(highlighted in Red)
(not including
dropdowns and footer)

18. Scrolls back and
forth. Informative
or annoying?
Says exactly what
this is about
Too much text.
Much of this can
be condensed
and/or saved for
subsequent
pages
Suggestion:
Make the copy concise
and drive to the “Call-
to-Action”
Think sequence….
Minimal
escape
Routes

19. Trust Icons &
Validation
Unnecessary
distractions

20. Too crowded. Try
separating into 3
sections

21. Prominent &
Simple. Not asking
for too much
information.
Missed opportunity.
Could say something
more exciting.
Too many
distractions
Suggestion:
Could benefit from a picture so the top navigation becomes unnecessary

22. What happens if someone
clicks the navigation?

23. Might better leverage
deadline for a sense of
urgency

24. What is the benefit of
this offer?

25. Have to already be in
the process to
determine there is a
financial advantage to
this offer.

26. Good secondary use of
“Thank You” page

27. Do Not center text if
more than 2 -lines
This probably makes a
better Home page
than a landing page
(areas highlighted in
red are separate calls
to action …too many)

28. Headline good
for SEO, but not
Conversion
Could do
better than
“Submit”
Could make
better use of this
area to “tell a
story”
Fix this

29. What is more
important,
Contact or
Ordering process?

30. Good conversion
tool

31. Report opens in a
separate window
so we don’t loose
this page
Good call to action
that literally points to
the quote form
Good use of shape
and color to drive CTA